Understanding the Business Decision-Making Process « Vodka & Sauerkraut


(De)constructing the Business BuyerSpending money on cute shoes you don’t need, or even an item with a longer consumer purchase cycle, like a flat screen TV, isn’t nearly as big a risk as signing off on an item with the company’s money, be it external marketing spend or a software solution.The business buyer is in a position of high accountability for purchases, and often has multiple “buyers” to persuade. This presents some unique challenges to marketers:

Understanding the Business Decision-Making Process « Vodka & Sauerkraut

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